Learn How to “Make Conversion Happen” From Benj Arriola: A #SEOSummit Recap

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Learn How to “Make Conversion Happen” From Benj Arriola: A #SEOSummit Recap

SEJ’s Philippines team was privileged to attend last Saturday’s SEO Summit and meet the speakers. Among those speaking was the vice president for SEO at Internet Marketing Inc., Benj Arriola. He has been in the SEO field since 2004, and is also the man behind SEOreligion.com.

Here’s a few key takeaways from his presentation.

User Intent and Your SEO Strategy

Benj originally talked about his journey from doing Black Hat to White Hat SEO during the event, but he started his session by giving an overview of Search Engine Optimization and its importance. He states:

“SEO is making sure that conversion happens”.

How can a brand make conversions happen through SEO? By putting user intent into consideration.

The Three Types of Internet Users

There are three categories of Internet users based on intent: Ready to Buy, Needs Information, and Needs Convincing. When doing SEO, it is very important to put these three user intent into consideration because this will determine what strategy you should use.

Ready to Buy Users

Ready to Buy users are those who don’t need convincing or to read more information about a particular product. What they need is a page where they can just buy the product they want to purchase.

#SEOSummit Takeaways: “Making Conversion Happen” by Benj Arriola

If you’re a business owner who sells products online, immediate transaction between you and your buyer can happen if you place an ad copy on search engines. With the help of PPC and conversion rate optimization, your ad will appear when a user types in a relevant keyword.

However, it won’t be effective if you can’t bring your customer to the proper page. That’s why it is important that your ad copy redirects the user to your Order Page, where he or she can just click the “Buy Now” or “Add to Cart” button, add the necessary information, and wait for his or her purchase to be delivered.

These types of buyers do not need prodding, they need quick and easy access to make a purchase.

Needs Information Users

Users who need information are those who would like to know more about features or tech specifications. If you’re a business owner, you need a page that will lead a user to conversion.

#SEOSummit Takeaways: “Making Conversion Happen” by Benj Arriola

This is where the creatives come in. The role of these pages is to create content that discusses your product’s unique selling proposition, product comparison, demo, or promo that is available for a limited time, which will eventually lead them to convert.

How would you know whether your information page is effective?

Check and study your analytics. Your stats will tell you whether users who visit a particular product page on your website go through the entire conversion funnel to make a purchase.

Needs Convincing Users

From the word itself, users who need convincing are in search for the best product out there. Your job as a business owner is to convince your target buyers why they should check out and purchase what you have to offer.

It answers the question: Why should I buy your product?

#SEOSummit Takeaways: “Making Conversion Happen” by Benj Arriola

Convincing a target buyer is possible with the help of Content Marketing and Social Media Marketing. Your content must introduce your product to your audience without being salesy, while social media will make it shareable across the Web.

Therefore, you need to create a content that is so compelling, it won’t just convince Internet users to check out your product, but also urge them to share your content through social media channels. That way, you can showcase your products and services while leveraging your brand on the Internet.


More than knowing what SEO is, Benj’s discussion at SEO Summit taught me that—cliché as it may sound—we should always keep users and our target buyers in mind. Hence, we should always remind ourselves that we do online marketing because we want to expand our reach and connect our brand to more people.


Author’s Note: The words “Ready to Buy”, “Needs Information”, and “Needs Convincing” are by the author and not exactly from Benj Arriola. It was only written as such based on the author’s understanding, and for easier illustration.

Image Credits

Featured Image: Photo taken by Paulo Bobita for SEJ
All screenshots taken June 2014

Aki Libo-on
Aki is a content strategist, marketing consultant, and former assistant editor of SEJ. When not at work, she is busy plotting her #WorldDomination plans while... Read Full Bio
Aki Libo-on
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  • Tom

    If more business owners would just put a “Buy Now” button on more of their landing pages, they would gain more immediate sales then putting up lengthy sales letter copy for those that want to get your product now … well put!

  • Amit Ramani

    Does this mean that you need separate landing pages for each type of user? Specifically, the question is in the context of an ecommerce site that sells physical goods.

    • Aki Libo-on

      Hi Amit!

      It’s not necessary to create separate landing pages for each type of user. The way I understand it, your website’s content must cater to all user intent. For an e-commerce site that sells physical goods, you can add a blog wherein you can share what your products or services are all about and how it can help your existing and/or target customers.

      As for the “ready to buy” users, you have to make sure that your website has a section wherein they can make the purchase they want. Plus, you have to make sure that your e-commerce site has visible navigations that can bring them easily to their desired page.

      It all boils down to creating an effective content strategy for your website, as well as user-friendly design, so you can achieve your goals.

  • Christopher Herinckx

    Nice write up! I have spent a good amount of time making sure each page on my site has a focus on a specific market but I have not spent much time thinking about different mental states of the consumer. It seems like it could be very useful for setting up different sales processes based on how ready the consumer is to buy. I was wondering, are there any webinars or video feeds from any of these speakers covering these topics? I would like to learn more about it if I can.

    • Aki Libo-on

      Hi Christopher!

      Thank you for your interest.

      As far as I know, the organizer of SEO Summit is still working on the videos and presentations decks from the event speakers. If you want to get connected with Benj Arriola, you can check out his author page here on SEJ: https://www.searchenginejournal.com/author/benj-arriola/

      Have a nice day! 🙂

  • Gerry

    What about if you want to send the visitors to a video seals page?
    Any Ideas that you can share with us? I would like to see some nice landing pages that you might have done.

    Thx for the post